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Iconix to bring ‘godfather of tattoo culture’ Ed Hardy to new generation

Iconix Brand Group is celebrating the legacy of the ‘godfather of modern tattoos,’ and international artist, Don ‘Ed’ Hardy through a new licensing partnership with Vanilla Star. The new partnership will re-introduce the Ed Hardy brand to the US and Canada.

Ed Hardy is one of 30 consumer brands owned by Iconix Brand Group, and under the new licensing agreement, Vanilla Star has designed and manufactured a collection of men’s apparel, going back to the grassroots of the brand.

Meanwhile, an upcoming retrospective at the de Young Museum in San Francisco this summer will celebrate the work of the artist, recognised as a forerunner of the contemporary tattoo scene.

The new Ed Hardy line draws on this authentic heritage in tattoo culture and highlights Hardy’s prolific catalog of tattoo artwork with an assortment of t-shirts, tracksuits, printed woven shirts, hoodies, leather jackets and embroidered denim jackets. In another nod to the craft of tattooing, the collection is made up of two parts: Walk Ins Welcome is the core collection with pieces featuring Hardy’s traditional tattoo flash art; while By Appointment Only is higher end, with hand-painted, custom and one-of-a-kind items.

“Iconix has an opportunity to re-invent Ed Hardy and our partnership with Vanilla Star is helping us write the next chapter for the brand,” said Bob Galvin, chief executive officer and president of Iconix Brand Group, Inc.

“This elevated and artistic new collection will allow us to introduce the Ed Hardy brand to a new generation.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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